January 2016 Articles

Let’s face it. Conversion rates stink.
Here is a simple refresher with some innovative ideas that can supercharge your acquisition spending this year.

1 – Add a Personal Shopper – Bounce rates are what they are because the average consumer will visit 4 sites before making a purchase decision. What can you do to increase the stickiness of your visitors? Let your customers browse the entire catalog at once, like those at JE James Cycles who click the “recommended for you” link provided by Emarsys. Most site visitors abandon in :06 seconds because they can’t easily find what they’re looking for. People think in pictures, not in words. When you give customers the ability to browse they way they think, conversion rates can increase up to 4-times.

2 – Collect Email Addresses – Why try to convert everyone all at once? Take a portion of your acquisition budget and invest in retention marketing strategies. Collect as many email addresses as you can, and send customized messaging to visitors through email and look-alike audiences. Also, after reviewing hundreds of websites, make sure your email opt-in form is easy to spot. While you’re at it, just add a pop-up like the one at J. Benzal that gently reminds visitors to opt-in before they leave your page with an incentive.

3 – Build a Long-Term Relationship – Now that you have collected emails, now it’s time to build automations that re-connect with visitors after they leave your site. The most basic of marketers are sending cart abandon and browse abandon email campaigns. The best marketers have tailored those emails with predictive content, have stop-gap removals within the automations for customers who have purchased along the way, and have A/B tested the cadence of email messages to increase open and conversion rates.

Increasing conversion rates is tricky business, but you can do it!

What other innovative conversion ideas are you implementing to optimize ROI?